"Industry Insight" is a weekly series that examines sectors through what's known as the five forces of competition, which can help separate the winners from the losers. Come back every Monday at 6 a.m. to see which industries and companies will be put under review.You're not cool unless you have a smart phone, apparently. With a wave of new iPhones, Pres and BlackBerrys hitting store shelves every week, customers' choices are ample. Still, that doesn't translate into profits. The majority of phones will go unnoticed by the masses, leaving companies in no better shape than before they started. While hit phones can be a gold mine for their manufacturers, the competitive landscape creates an unattractive environment for investors. Due to customers' high expectations and the highly contentious dynamics among competitors, few will prosper while most fall flat.